Top Ranking Online Marketing Funnel
Creates an Automatic Lead Generator
Most of us know what a funnel is.
It’s that device you use to pour a large amount of something into a smaller something. The reason is, a funnel helps you to direct and control the flow. We use this device so that nothing is wasted and maybe because what we are putting it into is a difficult place to reach.
An online marketing funnel works exactly the same way.
To understand how that applies to your professional services web site, read on.
Millions of internet searches are done everyday. Billions of web pages are out there. And a common belief is that there are too many such pages and your web site does not stand a chance getting found.
It isn’t true, because we do it all the time. I have web pages ranked in the top 10 of categories with 60 million competitors. That generates a considerable amount of internet traffic. We’ll call this the TOP of the funnel; obviously that’s the largest part. Once your web site is optimized for search engines, the flow begins to fill the funnel.
Let's use an attorney web site as an example:
The site is optimized as a "criminal defense attorney" and the listings on search engines attract those looking for this type of service.
The visitors will be from around the world, but the attorney doesn't work internationally. They office in Texas and practice in Texas, Oklahoma and Arkansas. So the funnel needs a filter.
The first stage of that filter is the search engine listing a potential client is reading. This is the first opportunity to filter who clicks on the listing by using the keywords Texas, Oklahoma and Arkansas when the site was optimized. (Yes, you can even optimize down to specific cities.)
Now the visitor lands on our example site.
Let us assume for a second they land on Home Page. It’s possible they won’t, but we’ll discuss that in a bit. Right now we are creating the second stage of our filter inside the funnel.
We do that by writing keyword optimized text that clearly states we are Texas, Oklahoma and Arkansas criminal defense attorneys. Since the visitor lives in one of those states, he has an interest in our services. The funnel did its job, but the job is not over.
In fact, the visitor is at the top of a much smaller funnel with micro filters. We must now direct the visitor to exactly where we want them to go. They need help; otherwise they click where they want.
Imagine reading a book out of order and no page numbers. You will not get the information you are seeking easily and that book most likely goes to the trash.
What Happens Now?
We humans are by nature creatures of habit. We are taught to read left to right, and top to bottom. When things catch our eye we tend to stray from normal and wander. Good reason not to use flashy graphics on a web site, because you want visitor’s to read.
That said, visit http://www.yourlegalpractice.com (opens in 2nd window) and notice nothing flashy. The look could be upgraded, it could be more “professional” looking, but other than your company image the look and feel of your site has little to do with converting visitors to clients.
So ignore the looks for now and notice the Navigation Buttons on the Left and on the Top. These are arranged Top to Bottom and Left to Right in order of importance.
Literally more filters and these include flow controls. My research with Google Analytics and other professionals show that most people click the buttons in the order presented. Not all, but most.
This is where I said we would discuss what happens if they do not land on Home Page 1st. In the design of those pages will be a thing called MWR or most wanted response. Basically it means the pages are written to direct them to Home or parts of the marketing funnel we are creating.
Typically, visitors are not likely to contact the attorney on their 1st visit, so don’t count on it. However the site design makes it easy to do that on every single page because it does happen. Exactly why the Contact Us button shows up on all pages.
Our resarch shows:
Habits are that visitors will click the 1st button on the Left. We tell them right here Who We Work With because they want to know.
They also want to know How We Work if they are the type we work with.
At that point they may also want to know About Us, and the long shot is they will Contact Us.
What if they go to the top 1st and click Free Stuff?
They took the shortcut to where we wanted them to go anyway. Our MWR, most wanted response was to get the visitor there within their first 3 clicks, they got there in one or two.
- 1st click = Visitor lands on Home or secondary page such as an article deeper in the site where we link back to Home.
- 2nd click = 1st button seen is Who We Work With which links to:
- 3rd click = How We Work
- NOTE: The About and Contact pages should contain links to Free Stuff as well in case visitor goes on to those buttons now or a later time in the visit.
On those 3 pages, our example attorney says what the CannonFire Web Site Content Guide says to say, and his/her most wanted response is for the visitor to download Free Stuff. The attorney offers a valuable downloadable ebook of sorts that answers critical legal questions.
Our attorney asks that you download this valuable document and says that as a bonus you also receive their monthly newsletter. This process causes the reader to opt-in willingly and with permission to the newsletter where marketing continues. We have started the know, like, trust relationship required to do business with anyone.
What about the other navigation buttons?
They describe what the buttons say, such as Services and Programs. Their secondary MWR is to download if you haven’t but the main point is to further explain your services.
People do make return visits, just like shopping different stores. So the more pages you have the more opportunity you have to get that name and email address to market to over and over.
You will not sell many legal services directly on the web.
Books maybe, services no.
So it is extremely important that your site be designed with this type of marketing funnel to your MWR.
In this example its download my Free Stuff because you want the opportunity to speak with them and close a sale of your services. The valuable document helped convince the reader you can help.
You have heard of the 80/20 rule where 20% of your clients provide 60-80% of your business?
A marketing funnel is similar in that the smaller percentage of your visitors will become clients. The funnel is there to get as many as you can without wasting anything. Mainly that is time; yours and theirs.
I’m betting you don’t go to court without the facts.
One last note… Funnels are traceable and adjustable by using Google Analytics, a standard on all CannonFire web sites.
A recent review of our site statistics indicates 88 visits thru our funnel to my download page resulted in 49 downloads, as recorded by emails confirming downloads occurred. That calculates to near 56% of those visitors completed my Most Wanted Response. (49 divided by 88 = 0.5568 x 100 = 55.68%)
I’m also betting your practice would enjoy those odds in obtaining new client prospects from the internet while you are busy being an attorney.
A word of caution: Just a web site will not get these results. It must be designed and then built as most legal cases are. The trial itself is a funnel of sorts that delivers information to the jury in a way to get your most wanted response. That’s to win.
Winning on the web is about starting the know-like-trust relationship business requires. A simple sign up to your newsletter allows marketing to very targeted, potential and exisitng clients, with their permission. Never take that lightly, you already have their attention, so state your case!
If you have not done so, Download free stuff for more MWR information! That means most wanted response. Learn where it all starts.
Review what we do at CannonFire to create marketing funnels.
